Programmatic Advertising 101: What is Programmatic Video?

Posted by WhatRunsWhere on February 18, 2021

Programmatic video advertising allows marketing teams to save substantial time and effort by relying on automation and good planning. Although programmatic ads aren’t new, they are still making waves as video ads and video content consumption continues to grow. 

Understanding Programmatic Video Advertising 

Programmatic advertising is a method for planning and executing your digital marketing campaigns by purchasing ad placement through a platform that will insert the ad right in front of your target market. The platform uses bots to automate the ad purchases but uses data to fit the ad’s audience. 

Programmatic video advertising can: 

  • Reach an audience based on behavioral data
  • Work across multiple channels 
  • Schedule media campaigns and adjust them based on reliable data. 

Among the many benefits include the opportunity for companies to redirect their time. Companies can dedicate more time to developing and optimizing ads rather than mapping out ad placement. 

 

Different Types of Video Ads Available Programmatically 

The most common types of ads that go through programmatic buying are linear ads. These ads run before video content, during the content, or after the video. If you’ve spent some time on YouTube, Hulu or Netflix, Vimeo, Twitch, or similar video-content-driven platforms, you’ve likely experienced these types of ads first-hand. 

Pre-Roll Programmatic Videos

Pre-roll ads run for 15 to 30 seconds before the user’s chosen content begins. However, many platforms allow users to skip ads after only a few seconds. 

Mid-Roll Programmatic Videos

A mid-roll ad will disrupt the content by pausing the video and playing the ad. The content resumes after the ad is complete. Typically, mid-roll programmatic videos perform best because the viewers have committed to the content. 

Post-Roll Programmatic Videos

Post-roll ads appear after the video content. These ads perform best when the ad is relevant to the content. The goal of post-roll ads is to redirect viewers to a webpage or to convert. 

 

What Are The Best Platforms for Programmatic Videos?

Companies can undergo some struggle as they look for the right programmatic platform. There are three primary platforms including:

  • Supply-Side Platforms (SSP) - The marketplace to buy (or sell) ads. Publishers use SSPs to auction off ads. 
  • Demand-Side Platforms (DSP) - A marketplace for advertisers to automatically purchase ad placements. DSP is the primary function of programmatic video advertising. 
  • Data Management Platforms (DMP) - Straightforward a platform for managing data meant for use with programmatic platforms. DMPs will not stand alone; it requires a DSP or SSP. 

Simpli.fi 

This platform offers SSP, DSP, and DMP in one place. Easily optimize data, use extremely specific targeting criteria, and more. 

MediaMath

MediaMath uses an omnichannel DSP that allows users to purchase ad space across nearly all mediums automatically. This platform is a favorite among marketers, given that they can easily integrate data and segment their campaigns while still purchasing ad opportunities that hit selective markets. 

Centro 

Centro offers transparency in its system of bidding. They provide clear reporting for KPI monitoring, spending and allows users access to different bidding models. 

 

How To Begin Using Programmatic Videos in Your Marketing Mix 

Companies can begin working with programmatic advertising fairly quickly. 

How companies can begin using programmatic video ads:

  1. Deep-dive into your marketplace and audience. Programmatic bots depend on data; ensure that you know where to advertise and how to reach your target audience. 
  2. Establish clear goals for these ads in terms of performance, views, and more. 
  3. Create a video ad tailored to fit the ad types’ demands, platform and give it a touch of personality. 
  4. Set restrictions for ad-buying. (You don’t want to advertise with videos that don’t match your brand). 
  5. Thoroughly research and find the right platform. 
  6. Queue your ads. 
  7. Optimize and adjust according to reports and analysis

The best way to kick-off programmatic video advertising is to ensure that you’re using accurate and reliable data. Understand your target audience and how your competitors advertise to get the most out of your programmatic advertising. 

Topics: programmatic advertising

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